What began as a love for Arabic coffee, inspired by her grandmother’s traditions and later those of her own, transformed into a decade-long journey of redefining Qatar’s specialty coffee scene for Flat White’s Maryam Al-Bader. Alongside co-founder Nasser Al-Naemi, Maryam worked to dismantle the exclusivity of specialty coffee culture to build a warm, community-first place for coffee lovers in the city.
In conversation with MOJEH, the co-founder shares how she translated traditional Qatari hospitality into the modern vocabulary, navigated the hurdles of educating a market, and why, at its core, Flat White will always be defined by three simple pillars: craft, connection and hospitality.
MOJEH: How did your own childhood memories and family traditions with coffee shape your vision for the brand?
Maryam Al-Bader: Coffee has always been part of my life. Growing up, every day at my grandmother’s house started with Arabic coffee, and it was the same across our family. What I loved was that every home had its own way of making it. Some would use cardamom and saffron, others would use cloves or ginger, so every cup had its own character.
From a very young age, I learned that coffee isn’t just a drink in our culture, it’s hospitality. It’s about welcoming people, making them feel comfortable and showing generosity. Even the way you prepare and serve the coffee matters. Those little details stayed with me and shaped the way I think about hospitality today.
When I moved abroad to study, I always took fresh Arabic coffee with me. Whenever I invited friends over, I would make coffee for them the way we do back home. Most of my friends from the UK, Colombia and the US had never tried Arabic coffee before. They were fascinated by the whole experience and the hospitality that came with it. Many of them kept asking me to make it again and it almost became a tradition whenever we got together.
That was a turning point for me because it made me realise that coffee is a universal language. No matter where people come from, sharing a cup of coffee creates connection. That realisation stayed with me, and years later, it became one of the biggest inspirations behind Flat White. I wanted to create a place where people don’t just come for great coffee, they come for the feeling of being welcomed and connected, just like I experienced growing up.
What was the biggest hurdle in educating the Qatari market about specialty coffee a decade ago?
When we started Flat White in 2016, one of our biggest challenges was changing people’s expectations of what coffee should taste like. At the time, many people were used to adding sugar or flavoured syrups, but our philosophy was different. We wanted people to experience coffee in its purest form and appreciate the journey from farm to cup.
Every coffee origin has its own unique characteristics. A coffee from Ethiopia tastes completely different from one grown in Costa Rica or Brazil. Each origin has its own aroma, sweetness, acidity and flavour profile. We believed that adding sugar or syrups would mask those beautiful characteristics and prevent people from experiencing the coffee as it was meant to be enjoyed.
In the beginning, it wasn’t easy. It took a lot of conversations with our guests. Whether it was me, Nasser, my co-founder, or our amazing baristas, we spent time explaining where the coffee came from, how it was processed and why every cup tasted different. We encouraged people to taste the coffee first before adding anything to it.
Over time, something changed. Our guests became more curious. They started recognising the differences between origins, asking questions, and appreciating coffee on a much deeper level. Watching that shift has been one of the most rewarding parts of our journey because we didn’t just serve coffee, we helped build a culture of appreciating specialty coffee in Qatar.
Coffee shops are often treated as “the third place” outside of home and work. How did you design Flat White to reflect modern gathering habits?
From the very beginning, we wanted Flat White to be more than just a coffee shop. We wanted to create a space that feels both comfortable and inspiring, a place where people genuinely enjoy spending time, whether they’re meeting friends, having breakfast with family, working on their laptop, holding a business meeting, or simply taking a moment for themselves.
Every design decision was intentional. We created a layout that is functional yet welcoming, with a variety of seating options to suit different occasions and group sizes. We made sure there were power outlets throughout the café so people could work comfortably and we designed the space to adapt naturally to how people gather today.
We also focused on creating a warm, earthy atmosphere with natural materials and thoughtful details that make people feel at ease. We believe the environment has a huge impact on the overall experience. When a space is comfortable, inspiring and welcoming, people naturally want to stay longer, have meaningful conversations, be productive, or simply enjoy the moment.
For us, that’s what Flat White has always been about: creating a destination where great coffee, thoughtful design and genuine hospitality come together.
How would you describe the core philosophy of Flat White in three words?
Craft. Connection. Hospitality.
What is your go-to coffee order?
I usually order two drinks. The first is always a flat white! It’s my favourite and my everyday coffee. The second is a black coffee, usually a V60, because I enjoy tasting the unique characteristics of the beans and how each origin is different.
If I’m visiting a new coffee shop for the first time, I always order an espresso. I think it’s the best way to understand the coffee they’re serving and the quality of their roasting and extraction.
What is the best time of day to visit Flat White?
Flat White is at its best around sunset. It’s my favourite time of day because the café naturally changes pace. The light becomes warmer, conversations get longer and people are no longer rushing.
Specialty coffee culture can sometimes feel intimidating or overly exclusive. How did you foster an environment that feels genuinely warm and community-led?
From day one, Nasser and I made it a priority to be present in our cafés. We spent time talking to our guests, listening to their feedback, answering their questions and understanding what they were looking for. Those conversations became one of the most important parts of building Flat White.
We never wanted people to feel intimidated by specialty coffee. We wanted them to feel comfortable asking questions and exploring something new.
We also made sure our team shared the same mindset. Listening is a big part of our culture. We encourage our baristas to engage with guests, make them feel heard and genuinely care about their experience. If our guests suggest something that can make us better, we take it seriously and act on it.
I think that’s what has created such a strong sense of community. People don’t just come back because of the coffee, they come back because they feel welcomed, valued and part of the Flat White.
Now that you’ve hit the 10-year milestone, what defines the next decade of success for you?
Success is no longer measured simply by the number of locations we open. We want to continue to build something meaningful. We want to keep raising the standard of specialty coffee, invest in people, create experiences that connect with our community and represent Qatar on a global stage while staying true to who we are. Growth is important, but purpose will always guide our direction.
Looking back at the person you were ten years ago on opening day, what is the biggest piece of advice you would give her?
I would tell her: Believe in yourself and believe in your vision, even when others don’t see it yet.
Don’t be afraid of making mistakes or making the wrong decision. Every challenge will teach you something, and every problem has a solution. The difficult moments won’t define you, they’ll help you grow into a better leader and entrepreneur.
Most importantly, trust the process. Stay patient, stay curious and keep moving forward. Everything you’re building will be worth it.
